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JOURNALISM
Second Quarter

LEARNING ACTIVITY SHEETS

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 Republic of the Philippines
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REGION II – CAGAYAN VALLEY

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Learning Activity Sheets in JOURNALISM
(Grade 10)

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DEPARTMENT OF EDUCATION
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Development Team
Writer : ARISON PAUL R. FLORENTINO, BAYABAT NHS, Cagayan
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JOURNALISM 10
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Name of Learner: _____________________________ Grade Level: ______________
Section: _____________________________________ Date: ____________________

LEARNING ACTIVITY SHEET

Create Advertorial and Advocacy Campaigns

Background Information for Learners

Advertisements have become a mainstream trend in effecting change, advancing

causes, and even marketing in this modern era. Advertorials and advocacy campaigns are two
advertisement trends that are increasingly becoming popular since the dawn of digital age.
Take a closer look at them.

What

An advertorial is an advertisement in the form of editorial content. The term

"advertorial" comes from the words "advertisement" and "editorial." In print publications,
advertorials are usually written as if they are objective articles and they look as if they are a
legitimate news story rather than primarily an advertisement. In television, the advertorial is
similar to a shortened infomercial.

An advocacy campaign is defined broadly as a specific course of action, involving

communication, which is undertaken for a specific course of action, involving
communication, which is for a specific purpose. The goals of an advocacy campaign depend
mainly on the cause or intention being advanced by the concerned entity, party, organization,
agency, or institution.

Why

When you use an advertorial, you're using a marketing technique that's often used for
brand exposure, conversion, and lead generation. In 2007, the Reader's Digest did a split test
to find out the difference in consumers' perception of an advertorial and an advertisement.
The test found out that viewers were 500 times more likely to watch an advertorial than a
traditional advertisement.

On the other hand, an effective advocacy campaign is citizen-initiated and citizen-

centered. It seeks to create change by drawing attention to a problem and directing
policymakers to a solution. Using participatory, transparent, and accountable decision-
making processes, successful advocacy brings about a change in the policy decisions that
affect people’s lives.

How: Advertorial
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 Listed below are a few ways to help you create better (and more effective) advertorials
for both print and digital media outlets.

1. Write like the publisher

Get familiar with the publication’s content to learn how it speaks to its readers.
Writing an advertorial using a similar tone to the publisher’s allows readers to have a
seamless transition from the publisher’s content to the advertorial, and makes them
more receptive to a sponsored message.

2. Pick the right format

Mirroring a publisher’s preferred story structure is just as important as writing
in its voice. The most successful advertorials tell a brand’s story in a format that
audiences enjoy and expect from a publisher.

3. Tell a story
Regardless of the chosen format, focus on telling a story through advertorials
rather than making a hard sell. Don’t be afraid to tap into emotions like amusement,
frustration, anger, or surprise throughout the advertorial.

4. Move beyond a sales pitch

Advertorials give marketers an opportunity to provide valuable content to an
audience while also promoting a product or service. Balancing the two is key to
gaining credibility with the target audience. Good advertorials focus on benefits, not
features.

5. Lead with a great headline

The strongest advertorials begin with a headline that speaks directly to a
publisher's audience and begs to be watched.

6. Close with an action

The call to action is the kicker that inspires readers to take action. An effective
advertorial always ends with a clear next step for interested users to learn more about
a product. Strong calls to action create urgency or need and reinforce a product or
service's value to undecided prospective customers.

How: Advocacy Campaign

Kelly (2017) provides eight questions that will guide you in creating an effective
advocacy campaign. These questions are worthy of consideration.

1. What is your campaign’s or organization’s theory of change?

A theory of change is bigger than an action plan: it’s a logic model that maps
your process of change from beginning to end. The map works backwards from the
outcomes you’re seeking, stepping back to name the building blocks that will be

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 essential to get you from here to there, and being explicit with your assumptions about
how you think change is going to happen.

2. What is your campaign’s “superpower”

Defining a superpower is about the campaign’s value proposition – the quality
or characteristic that is going to compel people to join you. What unique
skill/perspective/asset does the campaign bring to your advocacy space that no one
else does?

3. What is your campaign’s overarching goal?

A campaign goal must be selective, strategic, focused and winnable.

4. What incremental objectives support your goal?

Objectives are the stepping stones on the path to achieving your goal. They
should be more bite-sized and more specific than your goal, and they should be
instrumentally relevant to winning.

5. What are your campaign’s core strategies?

Strategies answer the question “how.” They show how you’re going to
approach the targets of the campaign, what levers need to be pushed to win, and how
you’re going to push them.

6. Who do you need to power your campaign?

“Anybody who cares about my issue” is generally not a good answer to this
question. Examine the interests, positions and conflicts of your stakeholders and
targets. Think strategically about which constituencies could be most instrumental to
achieving some or all of your objectives, or who could have the greatest multiplier
effect.

7. How will the campaign engage its supporters? How will the tactics get executed?
What kinds of action opportunities is the campaign offering constituents,
members, or volunteers? The era of one-size-fits-all campaigns is over – your
campaign tactics should be customized and meet your people where they are in order
to offer them meaningful ways to get involved.

8. How will you measure effectiveness?

What does success look like for each of your objectives? How will you know
if you were successful?

With the foregoing discussion, together with your knowledge on advertisement

techniques and strategies you learned from your previous lesson, you are now ready to
accomplish the following exercises relevant to creating advertorials and advocacy campaigns.

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Learning Competency with the Code
Create advertorials and advocacy campaigns
SPJ10SEG-lla-15

Exercise 1: Graphing the Info

Directions: Design an infographic that shows how to create advertorials and advocacy
campaigns. You may open this link https://tinyurl.com/y7o8x7mk for some tips on how to
make one. Your output can be submitted online or offline. Contact your teacher for
submission arrangements.

Standards:

DOMAINS FOR
15 points 10 points 5 points
EVALUATION
Has no
Is substantial; Includes all Lacks some major
Content comprehensible
major and minor ideas and minor ideas
content
Has loosely
Has well-structured Has organized and
organized ideas;
presentation and organization easy-to-follow
Organization Did not use
of ideas; Uses cohesive ideas; Fairly used
cohesive
devices cohesive devices
devices
Contains some Has many
Grammar and Is free from grammar and
grammar and grammar and
Mechanics mechanics errors
mechanics errors mechanics error
Catches the eye,
yet lacks the Lacks visual
Is visually compelling and
Visual Impact needed visual impact; is
engaging
appeal to hold unattractive
attention.

Exercise 2. Establishing Connections

Directions: Choose between advertorial and advocacy campaign. After choosing one to work
on, develop a concept map that will allow you to brainstorm on and establish key
ideas/concepts you want to advance in your advertorial or advocacy campaign. Keep a spare
copy of your concept map for use in the next exercise.

Exercise 3: Planning Session

Directions: Now that you have conceptualized your advertorial/advocacy campaign, you are
now ready to plan for its production. Using the planning template below plus your concept
map, develop a plan depicting the specific actions you will undertake in creating your project.
Sample entries are provided as example. Save a copy for yourself.

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 RESPONSIBLE EXPECTED
ACTIVITIES TIMELINE RESOURCES
PERSON OUTPUT
*Scriptwriting January 02, Scriptwriter Bondpaper, Script
2020 Laptop

*sample entries
Note: Additional rows may be provided as the need arises

Final Task
Congratulations for completing successfully all the foregoing exercises. At this
point you are now ready to culminate your lesson by producing your own advertorial or
advocacy campaign.

Exercise 4. Production Time

Direction: Execute the action plan you have developed in the previous activity of which the
final output is a video presentation of your chosen project—an advertorial or an advocacy
campaign. The output’s length is 3 minutes to 5 minutes only. You may use basic video
editing tools in your personal computer or cellphones such as Filmora, Quik, Adobe Premier
Rush, KineMaster, and the like. Upload your output on Facebook or YouTube and tag your
teacher. To guide you, here’s the rubric:

Rubrics for Evaluation of Output:

Dimensions of Beginning Developing Accomplished Distinguished

Performance 1 – 12 13 - 24 25 - 37 38 – 50

Content & Not organized. Portions may be Fairly well Program shows a
Organization poorly documented and continuous
– Difficult to follow. documented organized. Format progression of
Poor quality and/or organized. is easy to follow. ideas and tells a
Is your project shows poor effort. Hard to follow the Good explanation complete, easily
organized and progressions of the shows good effort. followed story.
documented? story. Explanation Well documented
shows some effort. and organized.
Excellent, well
thought out
explanation shows

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 superior effort.

Usefulness – Project’s Project Project is focused Project is focused

usefulness is in demonstrated and informative; and very
Does your question. Does development of promotes the use informative;
video stay not inform; does computer of computer promotes the use of
focused on an computer
not stay focused technology; has technology to
informative technology to create
on the topic. problems staying create the video to
topic? Does it the video and makes
focused on topic. deliver others want to use
promote the information. the same type of
use of
format in delivering
technology to
information to an
inform the audience.
audience about
the topic?

Creativity & Use of elements Minimal use of Good use of Excellent sense of
Elements of detracts from design elements. graphics and/or design. Effective
Design – Is video. Too many No transitions. other design camera techniques
your video or too gaudy Sound is lacking elements. Some used for the video
interesting? graphics; or inappropriate or transitions are and pictures.
Did your transitions, too scratchy. Some inappropriately Video and pictures
choice of many clips, pictures or video placed. Sound are in focus and of
elements such backgrounds clips may be out quality is OK. good quality.
as film clips, and/or sounds of focus or Video clips or Smooth transitions
pictures, detract from “shaky”. pictures are clear are appropriate
backgrounds, content. Pictures and in focus. and aid in delivery
and transitions or video clips may of the
enhance the be out of focus or presentation.
project? “shaky”.

Mechanics – Includes five or Includes 3 – 4 Includes 2 – 3 Grammar,

Did you check mare grammatical grammatical grammatical spelling,
your grammar errors, errors, errors, punctuation,
and usage? misspellings, misspellings, misspellings, capitalization is
Have you punctuation errors; punctuation errors; punctuation errors; correct; sources
correctly sources are not some sources are sources are are documented
documented documented. documented but documented correctly and
sources and not correctly. correctly and copyright law has
obeyed copyright law has been followed.
copyright been followed.
rules?

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Reflection
Direction: Complete this statement:
I have learned in this activity that _____________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
_______________________________________________________________.

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References

____________ (2016). Environmental Campaigns and Movements (1st ed., Vol. 1). SAGE
Publications. California.

Hanly, K. (2017, September 27). Infomercials, advertorials, and native advertising.

Retrieved December 12, 2020 from
http://www.digitaljournal.com/business/infomercials-advertorials-and-native-
advertising/article/503509

Kelly, M. (2018, December 18). 8 strategies and techniques for running an advocacy
campaign [Blog post]. Retrieved from https://www.salsalabs.com/blog/advocacy-
campaign-strategies-techniques

Mathiasen, S. (2015, March 11). The ultimate guide to advertorials [Blog post]. Retrieved
from https://blog.nativeadvertisinginstitute.com/the-ultimate-guide-to-advertorials

UN Women. (2010, October 30). What is advocacy and why it is important? Retrieved
December 12, 2020 from https://www.endvawnow.org/en/articles/92-what-is-
advocacy-and-why-is-it-important.html

Prepared by:

ARISON PAUL R. FLORENTINO

Writer, Bayabat National High School

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ANSWER KEY:

Exercise 1. Graph the Info Exercise 2. Setting Directions

Output may vary Output may vary
Exercise 3. Planning Session Exercise 4. Production Time
Output may vary. Output may vary

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